South Asians: The Global Consumer Your Brand Can't Afford to Ignore

There are 1.9 billion South Asians on the planet. The Indian diaspora alone — spread across the United States, United Kingdom, Canada, Australia, and the Gulf — represents one of the wealthiest and most educated migrant communities in the world. South Asian-Australians number over 700,000 and growing, concentrated in major cities like Sydney, Melbourne, and Brisbane. And yet, for decades, mainstream Australian brands treated this community as invisible. That is changing — and the brands getting ahead of the curve are reaping serious rewards.

Globally, South Asian consumers are not just a market segment — they are cultural architects. In the US, South Asian women have become the faces of major beauty campaigns, from Priyanka Chopra's decades-long reign as a global brand ambassador for brands including Pantene and Bulgari, to the rise of Mindy Kaling as a cultural force in beauty and lifestyle. In the UK, South Asian creators dominate fashion and beauty content, with the British South Asian market recognised by Vogue UK, Harper's Bazaar, and Refinery29 as a critical growth audience. According to McKinsey, the Indian beauty and personal care market alone is projected to reach $28 billion USD by 2030 — and that purchasing power travels with the diaspora wherever they land.

In fashion and tech, the South Asian influence is equally undeniable. Executives like Sundar Pichai (Google) and Satya Nadella (Microsoft) have normalised South Asian leadership at the highest levels of global business. In fashion, designers like Sabyasachi have gone from niche cultural favourites to global editorial staples. Vogue India, once considered a regional publication, now sets trends that reverberate through global fashion weeks. The diaspora's hunger for products that reflect their heritage — in beauty formulations, in fashion silhouettes, in brand values — is driving a new wave of product development from brands smart enough to listen.

Australia, compared to markets like the US and UK, is still in the early stages of genuinely engaging South Asian consumers. As a long contributor in this space (running the first South Asian website for Australian youth in 1998) I feel like we should have been a lot further. Yes the US and UK have had decades to develop culturally attuned marketing strategies for South Asian audiences, backed by community infrastructure and political representation. Australia could be doing more. Brands like Nykaa, which began as an Indian beauty e-commerce platform, are expanding their global footprint and proving that South Asian consumers command premium spending. Australian brands that build authentic relationships with South Asian communities now — not through tokenistic Diwali posts, but through sustained, respectful cultural marketing — will build loyalty that lasts decades.

At A-Game Agency, we've been working with diverse communities in Australia for years, and the South Asian consumer opportunity is one we speak about with our clients constantly. This is not a niche audience. This is a global powerhouse that is underserved, brand-loyal, trend-leading, and ready to spend with brands that see them. The question is: does yours?

— Ashlene Nand, Founder, A-Game Agency